School of Communication: Recent submissions
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Kamau, Hilda (Daystar University, School of Communication, November , 2019)
[more][less]Abstract: The purpose of this study was to examine the extent to which the School of Communication faculty and students used social media for teaching and learning and how this affected the students’ learning process. Its objectives were to; determine the extent to which social media as a tool for teaching and learning was adopted, evaluate the specific social media platforms used as tools for teaching and learning and examine the role integration of social media into traditional teaching on the students’ learning process. Exploratory sequential research design was adopted which involved both quantitative and qualitative approaches. The study purposively targeted Daystar University School of Communication undergraduate students, heads of departments and faculty members. Purposive sampling technique was used to select a sample size of 272 respondents. Further, questionnaires and interviews were used in data collection which was analyzed using thematic analysis approach and the statistical package for social sciences (SPSS) version 23. It was established that there was extensive use of social media by students mainly for informal collaborative learning (60.3%), where students gained from fellow students without depending on the lecturer (79.8%), students participated in course discussion with colleagues (20.7%) and shared course content with fellow students (97%). It was also found that a variety of social media platforms were used for academic work, including Google Plus (24.1%), YouTube (20.1%) and WhatsApp (15.5%). Integration of social media into traditional teaching approaches helped in communication, learning ability, collaboration, problem solving, access to information and productivity. The researcher concludes that there was a significant relationship between social media use and effective learning and teaching processes since it improved communication, collaboration, problem solving and teacher productivity. The study recommends that lecturers need to realize students' learning preferences, integrate technological tools, utilize suitable instructional methods, and institute the most appropriate techniques. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3386 Files in this item: 1
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Muthoki, Mason Jane (Daystar University, School of Communication, October , 2020)
[more][less]Abstract: The purpose of this study was to establish the effectiveness of participatory communication (PC) on the implementation of Makueni Universal Health Care (MUHC) program. Its objectives were to find out the PC avenues used in the implementation of the MUHC program, determine the level of PC used, and to establish how PC influenced the uptake MUHC. The study adopted a descriptive research design and its target population comprised the Makueni County development committee members. Purposive sampling technique was used to select a sample size of 100 respondents. Questionnaire, in-depth interview, and focus group discussions were used in data collection and the collected data was analyzed quantitatively and qualitatively using the statistical package for social sciences (SPSS) and thematic analysis approach respectively. The study found that all stakeholders had an equal opportunity in MUHC implementation since most of the categories of people were involved. Also, the study established that the Makueni County government dialogued with stakeholders during the MUHC implementation processes, although power to make final decisions was held by the government but the citizens aired their views. The study further found that PC had influenced the uptake of MUHC program, where 22(95.7%) of the development committee members asserted that it motivated the residents to register in the program. The study concluded that PC was not effective in the implementation of MUHC. The study recommends that PC structures should be strengthened and increased to empowerment level so as to make MUHC more effective to the people of Makueni. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3384 Files in this item: 1
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Birya, Grace Dhahabu (Daystar University, School of Communication, October , 2020)
[more][less]Abstract: The purpose of the study was to examine the role of communication in crisis management in institutions of higher learning in Kenya, focusing on Daystar University Students’crisis (unrest) of 2017 and 2018. The study objectives were to determine the causes of the crisis, examine how communication was used to manage the crisis, and establish the effectiveness of communication during a crisis. The study used descriptive research design and targeted the deans of the various Daystar University schools, the head of the university’s Corporate Affairs department, the heads of Strategic & Organizational Communication and Language & Performing Arts departments, Daystar University Students Associations (DUSA) members, Senior Staff Association of Daystar University (SSADU) members, and third- and fourth-year Masters of Communication students.The study used a census approach to select a sample size of 95 target population. A questionnaire was used to collect data, and the data was analyzed using the Statistical Package for the Social Science (SPSS) version 21. The study found that the students’ crisis was caused by different factors, including random fee hikes, lack of value for money, lack of transparency, poor facilities at the university, and autocratic management. The findings pointed to the role of communication in crisis management in helping to reduce and contain harm, provide specific information to stakeholders, manage image and perception, initiate and enhance recovery, and explain and justify actions. The channels used to mitigate this crisis include face-to-face, social media, mainstream media, written communication, and phone calls. The most effective channel was face-to-face and social media. However, most of the respondents believed that effective communication during the crisis was hindered by misinformation, communication breakdown, and delayed feedback. The study recommends the need for university managements to embrace more open communication/dialogue/forums when making decisions involving students’ welfare. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3383 Files in this item: 1
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Mutavi, Roselyne Ngina (Daystar University, School of Communication, October , 2020)
[more][less]Abstract: Corporate social responsibility (CSR) arises from the need for organizations to meet their various stakeholders’ expectations, and organizations all over the world are increasingly becoming socially responsible. The aim of this study was to find out the role CSR plays in the building of an organization’s corporate image. The study focused on the Kenya Commercial Bank (KCB), not only because of its extensive coverage of Kenya but also because it covers the entire East Africa region. The research was anchored on the stakeholder and the attribution theories, both of which helped in understanding how the bank relates with its stakeholders and also the perceptions of the stakeholders towards the bank for practicing CSR. A descriptive study design was used in this study because the aim was to study the characteristics of the population without any manipulations. The population of the study was KCB’s 6,483 employees and its external stakeholders. The target population was KCB’s Nairobi 1742 employees and 1500 external stakeholders from which a 10% sample was drawn randomly. Data collection was done through triangulation, where questionnaire and interview guide were used. Quantitative data was analyzed through Microsoft Excel and the Statistical Package for the Social Sciences (SPSS) version 22, while qualitative data was analyzed thematically. The findings were presented through tables and charts. The study revealed that an organization’s CSR activities contribute towards building its corporate image and that stakeholders are attracted to an organization that practices CSR. This because CSR makes stakeholders have a positive perception towards the organization. The researcher recommends a study of other banks, using both internal and external stakeholders. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3382 Files in this item: 1
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Mbau, Miriam Wanjiku (Daystar University, School of Communication, October , 2020)
[more][less]Abstract: The purpose of the study was to assess the role of internal branding on a company’s customer service delivery, with a specific focus on Kenya Power (KP). The objectives guiding the study were to establish the communication methods employed to educate employees about KP’s brand, evaluate the challenges encountered during internal branding at KP, and determine the relationship between internal branding and employees’ service delivery at KP. The study was guided by the corporate image and identity building theory. A mixed-methods approach was used, and a questionnaire and interview were utilized to collect data from KP employees. Data obtained through the questionnaire and interview was processed and analysed using the Statistical Package for the Social Sciences (SPSS) version 22.0. The qualitative data was subjected to descriptive statistics, while correlation analysis, using Pearson Chi-square was utilized in the quantitative data analysis. The study established that KP educates its employees about its brand through trainings (50.0%) and internal meetings (49.4%), with the mostly used communication channels being notice boards (89.4%) and memos (38.8%). The study also established that when employees share similar values and have more knowledge about the company’s brand, the chances of kindling their performance will be higher. The study concluded that internal communication influences employees’ brand attitudes and behavior, subsequently enhancing service delivery. Consequently, the study recommends KP’s adoption of internal branding as a change strategy towards enhancing the company’s customer service delivery. Another recommendation is the creation of adequate awareness covering all the expected and actual dimensions of internal branding majorly to curb the challenge of unawareness among KP employees. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3381 Files in this item: 1
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Ombudu, Jairo Obege (Daystar University, School of Communication, June , 2020)
[more][less]Abstract: This research project examined the importance of StarTime’s Twitter use and its relation to safeguarding the corporate reputation of StarTimes as a media company in the modern world. The research utilized the company’s publicly accessible Twitter feed to analyze the risk Twitter use presented in building customer relationships and providing quality service for a strong corporate reputation. The main study objective was to establish the effectiveness of using Twitter to manage a company’s reputation, focusing on StarTimes Kenya. Another objective was to determine the nature of messages posted on StarTimes Kenya’s Twitter media channel concerning reputation building, and lastly, to find out the mechanisms used by StarTimes to control and sustain its Twitter corporate reputation. The results revealed that Twitter's use presented a significant reputation risk for StarTimes, especially because it could be used as a platform to express emotions and ideas about the company’s products and services. Twitter serves as a medium for real-time communication between StarTimes and Twitter users; therefore, it played a crucial role in communication and placed itself at the heart of a company’s corporate reputation. The study concluded that the company needed to invest more time and resources to ensure quality customer service to Twitter users to safeguard its reputation against negative publicity. The study's recommendations included the need to use timely responses, ensuring value addition, understanding peak hours, using appropriate language, creating a social media policy, and privacy for building and maintaining positive relationships on Twitter. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3380 Files in this item: 1
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Manyasa, Mavis Eleanor (Daystar University, School of Communication, July , 2020)
[more][less]Abstract: This study purposed to assess social media usage by the Daystar University and students during the 2017/2018 crisis at the University, and whether the usage influenced the corporate reputation of the University. The research objectives were to determine how social media was used, examine crisis communication management during the crisis, and assess the effects of social media usage. Using Coombs situational crisis communication theory (SCCT) and the social mediated crisis model (SMCM), the researcher sought to establish the crisis response strategies adopted during the crisis. The study employed a descriptive research design. Stratified random sampling was utilized to sample 120 respondents for the questionnaires, while purposive sampling was used to select 4 respondents for the interviews. Findings indicated that 51.7% of the students used social media to get information on the crisis and 61.8% of the respondents cited that the university did not effectively use SM during student’s unrest. Interview findings indicated that social media usage by the students affected the institution’s reputation. The study recommends that the university develops a social media strategy for future use in case of a crisis. Such a strategy would ensure that the organization utilizes the platforms appropriately and adequately to minimize the adverse effects of a crisis. The SCCT crisis response strategy can be adopted and tweaked to meet an organization needs when managing crisis communication on social media. Social media platforms can be utilized to monitor for potential threats and conflicts, to avoid such crisis from pro-longing or before conflicts morphs into a full-blown crisis which can eventually damage institutions reputation Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3361 Files in this item: 1
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Muasya, Maureen M. (Daystar University, School of Communication, October , 2020)
[more][less]Abstract: As much as the corporate function of internal communication has been widely discussed and researched, studies in the church as a corporate organization are limited. It is in this effect that this study sought to investigate effective internal communication and employee performance focusing on the Anglican Church of Kenya, Makueni Diocese. The study was guided by the following objectives: to find out the effectiveness of the internal communication channels towards employee performance at ACK Diocese of Makueni, Makueni county, Kenya, establish if the employees of ACK Diocese of Makueni are fully informed of the activities relevant to their functions, determine the relationship between internal communication and employee performance in ACK Diocese of Makueni, and suggest ways to improve the internal communication system as an employee performance mechanism in ACK Diocese of Makueni. The study was anchored on the organizational information theory. A descriptive case study was used using a quantitative approach and questionnaires were used to collect data. The main findings of the study were that internal communication structure of ACK Diocese of Makueni was rated ineffective by 62% of the respondents and effective by 36% of the respondents while employee performance was rated ineffective by 30% against 26% who said that performance was effective The study concluded that internal communication in the ACK Diocese of Makueni should be well planned and effectively executed for it affects employee performance both implicitly and explicitly. It is recommended that ACK Diocese of Makueni acquire a communications department with qualified communications personnel to enable the organization to stand a firm ground as both a social and corporate organization Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3357 Files in this item: 1
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Nabututu, Toili Martha Riziki (Daystar University, School of Communication, November , 2019)
[more][less]Abstract: The purpose of this study was to establish the effectiveness of communication intervention strategies on breast cancer screening among Safaricom female employees in Nairobi County. It was guided by three objectives namely: to assess the significance of social network strategy influence on breast cancer screening among Safaricom female employees in Nairobi County, to examine the role of community education strategy onbreast cancer screening among Safaricom female employees in Nairobi County, to determine the influence of social media tools on breast cancer screening among Safaricom female employees in Nairobi County. The study was informed by Health Belief Model. Descriptive survey research design was employed, and data was collected using questionnaires. The respondents were female employees from Safaricom Limited.Krejce and Morgan formula was used to determine a sample size of 260 female employees out of a total of 719. Stratified random sampling was applied in selecting participants of this study. Data was statistically analyzed using the Statistical Package for the Social Sciences(SPSS) Version 21.0. The findings indicated that social network strategy influenced breast cancer screening among Safaricom female employees in Nairobi County,32% of respondents agreed that they got information on cancer screening from the people known to them, 45% of the respondents were in agreement that community education strategies, such as setting community meetings were used on breast cancer screening, 64% further indicated that they got information on breast cancer screening from social media.Thus, the study concluded that social network and community education intervention strategies influenced breast cancer screening.Thestudy recommends that that communities should be empowered by establishing small organizations which help in disseminating information about breast cancer screening. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3356 Files in this item: 1
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Use of Social Media for Fundraising by Non-Governmental Wildlife Conservation Organizations in KarenGathoni, Mary (Daystar University, School of Communication, October , 2020)
[more][less]Abstract: Social media scholars and users in the nonprofit sector describe social media as a relatively new phenomenon that is a powerful and a present channel of communication. The study looked into the use of social media for fundraising among nongovernmental organizations in wildlife conservation in Karen by examining why some organizations were successful and others were not. The objectives of the study were to examine the effectiveness of social media (Facebook, Twitter, Crowdfunding and websites) as a fundraising tool used by nongovernmental wildlife organizations to raise funds, evaluate ways in which organizations engage their social media audience for fundraising, and identify the emerging trends in the use of social media for fundraising. The research used both descriptive and observation research designs and the data for the study was collected using questionnaires, interviews, and observation of social media accounts of the organizations. The findings indicated that social media is effective in engaging with an organization’s audience as it creates a platform for people who care about the same cause as an organization to come together. About 80% of the organizations under study engaged the social media followers with brief posts on Twitter and Facebook; which ended with links to the organizations’ websites or crowdfunding sites. Using new social media fundraising features and tools such as Hootsuite was identified as an emerging trend that had been adopted by 50% of the organizations that were studied. The conclusion of the study is that social media complements traditional fundraising practices by increasing the geographical coverage and reducing the time spent in reaching existing and potential donors. The study recommends that NGOs using social media sites for fundraising may capitalize on building relationships and stewardship before embarking on asking for money. Further research may be done on specific aspects of social media. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3354 Files in this item: 1
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Githinji, Lucy Kawira (Daystar University, School of Communication, September , 2020)
[more][less]Abstract: This study sought to establish the role of media campaigns in the uptake of government empowerment programs by women in Embakasi North Constituency, with reference to Uwezo Fund. The objectives of the study were; to find out the contribution mass media has made in creating awareness about Uwezo Fund, assess the perception of women on mass media as the channel of communication for Uwezo Fund, and to find out the challenges faced by women in the communication of Uwezo Fund information, through mass media. The study used two theoretical foundations - the Agenda Setting Theory and the Elaboration Likelihood Model. The research used descriptive research design and the target population was leaders drawn from 124 registered women groups which had benefitted from the Uwezo Fund in Embakasi North Constituency. Data was collected using focus group discussions (FGDs) and was analysed using NVivo. The findings showed that mass media campaigns played pivotal role in the uptake of government empowerment programs. The findings also showed that radio and television were perceived as being more effective as opposed to newspapers. Challenges such as the cost of newspapers, Language barrier, education levels, limited time to watch TV, and delayed communication processes, were highlighted by research participants. The study concluded that mass media campaigns play pivotal roles in the uptake of government empowerment programs. The study recommended the need for use of simple language that resonates with the target audience for each of the campaigns, language that can easily be understood by the different age, geographical, and social class. The study recommends further studies on government empowerment programs such as Women Enterprise Fund (WEF), Youth Fund and Uwezo fund especially in rural areas of Kenya. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3352 Files in this item: 1
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Lunjalu, Lilian (Daystar University, School of Communication, July , 2020)
[more][less]Abstract: The purpose of this study was to examine the use of communication campaigns in creating awareness on mental health at United States International University-Africa (USIU-A). This study was guided by the following objectives: to investigate the messages and language used in the communication campaigns at USIU-A, to examine the students’ level of awareness on help-seeking at USIU-A, and to find out the most preferred channel for the mental health campaigns by the students. The study was guided by health belief model and it adopted descriptive research design. The study was conducted in Nairobi County and targeted students and counsellors from USIU-A. A total of 181 participants were sampled; 178 using stratified sampling and 3 using purposive sampling. A mixed approach of data collection with both qualitative and quantitative methods was utilized. The quantitative data was analysed using IBM-SPSS software version 21.0, while qualitative data was analysed by categorizing the data into themes according to the research objectives. Data was presented in charts, graphs and tables. The study found that mental health campaign messages are easy to understand (mean of 3.92 and SD. 0.79), persuasive (mean of 3.56 and SD. 0.80) and that the language used did not stigmatize against those with mental illness (mean of 3.87 and SD. 0.90). Secondly, it was established that 61% of the students were aware of the mental health campaigns. However, participation in mental health campaigns was found to be very low. Social media platforms such WhatsApp, Facebook and Twitter were preferred by most students. The study concluded that in a communication campaign, messages and language used ought to be informative and persuasive since the goal is to change behaviour. The study recommended the need for the university to enhance their communication strategies to increase awareness and motivate student participation in the campaigns. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3349 Files in this item: 1
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Wahome, Caroline (Daystar University, School of Communication, October , 2020)
[more][less]Abstract: This study analysed the representation of children's issues in Kenya’s print media, focusing on Nation Newspaper for the year 2016. The objectives of the study were to evaluate the frequency given to children’s issues reporting, assess children’s stories that received more coverage over others in the Nation Newspaper, and evaluate how frequent children were quoted in stories that were about them in the Nation Newspaper in 2016. The research used agenda setting and framing theory. The study used content analysis to collect data which enabled a direct look at key issues relating to how the issues of children were represented in news via print media. The research findings revealed that children issues were given more prominence and frequent in the months when the schools were in session, that is, January to March, May to July and September to November. From the findings, education issues received the most coverage of all the newspaper articles that were analysed at 40.4%. The study revealed low frequency of children as source of information since only 11.5% of all the stories analysed had quotes from children. The study concluded that the frequency given to children issues reporting was periodical-high when the schools were in session compared to when the children were on school holiday. The study recommends journalists to undertake a personal responsibility of regularly doing well researched feature stories focusing on children. Further comparative study could be done to establish differences in the coverage patterns of children stories in other newspapers in Kenya. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3346 Files in this item: 1
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Mutua, Mwangi Ayub (Daystar University, School of Communication, June , 2015)
[more][less]Abstract: The study sought to explore perceptions of internal publics on the internal communication strategy at the Kenya Ferry Services, a government parastatal in Mombasa, Kenya. The research adopted a descriptive social research design and used a quantitative data collection approach that consisted of a questionnaire with closed and open ended questions. Results indicated that the Kenya Ferry Services adopted a linear communication strategy in which different channels were used. The supervisor was identified as the leading source of information while the grapevine was the least important source of information. The study found out that a majority of internal publics considered information from the immediate supervisor as serious. A majority of respondents considered the flow of information at the Kenya Ferry Services slow and dissatisfying. Results also indicated that the internal publics held negative perceptions about communication at the Kenya Ferry Services and felt that they did not matter when it came to decision making. A majority of respondents also held the view that Kenya Ferry Services was slow in adopting new media technology. The study concluded that The Kenya Ferry Services should improve its relationship with internal publics and specifically seek to create positive perceptions amongst them. The study also recommended that Kenya Ferry Services should elevate the Corporate Communication Department to a fully-fledged department with its own budget, action that would enable the department to play a more proactive role in the management of communication at the organisation. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3343 Files in this item: 1
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Okumbe, Margaret Ayuma (Daystar University, School of Communication, December , 2016)
[more][less]Abstract: The purpose of this study was to interrogate radio talk show content, particularly the concern of whether the presenters adhered to professional standards as outlined in the code of conduct for practice of journalism in Kenya. Its objectives were to examine how radio talk show presenters handled content against the MCK’s laid down professional and ethical standards, determine whether gaps existed in Kenyan journalism training that were filled by other professionals, and explore audience preferences that influenced the nature of radio talk show content in Kenya. Descriptive research design was used and the target population of the study was ten leading FM radio stations in Nairobi that aired morning talk shows. Purposive sampling technique was used to select a sample of three FM radio stations. Structured in-depth interviews were used in data collection, and data analysis was done using SPSS software version 20. Findings of the study revealed that the regulatory bodies such as the MCK and the Communication Authority of Kenya were leading efforts to regulate content in the interests of decency. The limitations of the MCK as a media regulatory body were lack of capacity to monitor radio stations, resulting in poor enforcement of the journalists’ code of ethics. It lacked the capacity to ensure that only trained radio broadcast journalists were hired by media houses. Although the MCK had developed a curriculum for middle level journalism training institutions, its impact in standardising training had been negligible. This study did not assess the efficacy of the CA’s programming code as it was launched in July 2016, after the conclusion of the fieldwork for this research. Among the recommendations of the study were improvement of the journalism curriculum as well as embracing of the MCK curriculum by middle level colleges. Description: Master of Arts in communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3335 Files in this item: 1
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Nguyo, Maryanne Nyawira (Daystar University, School of Communication, June , 2014)
[more][less]Abstract: This study sought to explore the framing of the International Criminal Court by Kenyan media. It was guided by the following objectives; To determine the types of frames used to cover the ICC, to determine the trends in the framing of news on the ICC, to determine the frequency of news items on the ICC and to find out if there were differences in the framing of the ICC by the two Kenyan dailies. Descriptive research design was used for this study and the target population all news stories and letters to the editor that concerned the ICC in the Daily Nation and The Star newspapers between 2009 and 2013. Purposive sampling technique was used in the selection of newspapers from nine months in which there was ICC activity regarding the situation in Kenya. Content analysis was used in data collection and the data was analyzed using MS Excel. The findings the study showed that the court was framed as a political tool where the ‘who’ in the article were other political players other than those before the court. A majority of the articles covering the political frame were on political activity as the country started gearing towards an election initially scheduled for August 2012 as well as the results of the elections which were eventually held in March 2013.This frame is captured the most in May 2013 in the Daily Nation and March 2011 in The Star. This study concluded that the Kenyan dailies used two major frames while reporting on the ICC and the court was dominantly framed as an instrument of justice and to a lesser extent as a political tool. The justice frame was advanced the most in December 2010 and March 2011. The study recommended that the media outlets should explore the court beyond the two frames considered so as to give a more rounded view of the court and The Star newspaper should accord its readers a platform to give feedback on this story. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3329 Files in this item: 1
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Nganda, Jeremiah M. (Daystar University, School of Communication, April , 2018)
[more][less]Abstract: HIV/AIDS is still one of the leading causes of death more than 30 years since the first case was reported. While studies have shown that the total number of new infections globally has been dropping, it is regrettable that many Sub Saharan countries continue to record high HIV prevalence. This is especially among the youth living in slums like Kibera. Proper and consistent condom use is able to prevent the transmission of HIV among the youth because abstinence is not working for youth who are already sexually active. Though several behaviour change campaigns have been done in Kenya to promote the use of condoms, their uptake is still low. Consequently, this study sought to find out what factors were influencing condom use decisions among the youth. Using the Theory of Planned Behaviour this study has shown that intention to perform behaviour is greatly influenced by attitude, social norms and perceived behavioural control. Data was collected by issuing questionnaires to 400 youth in Kibera who had been selected using purposive sampling from a population of approximately 50,000 youth. Data collected was keyed into SPSS for analysis and presented in tables and graphs. Findings of the study revealed that teachers, parents and religious groups were the leading sources of information against condoms among the youth. The majority of the youth were sexually active (51%) but are not using condoms because their perception is that they are at no risk of infection (53.2%). The risk perception impedes condom use among the youth hence the high HIV prevalence. The study recommends that communicators should tailor campaigns to address the perception of youth towards condoms and link condom use to perception of risk of infection. In addition, parents and teachers should be primary targets for campaigns targeting to influence youth to use condoms. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3328 Files in this item: 1
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Muthuri, Linda Muthoni (Daystar University, School of Communication, June , 2016)
[more][less]Abstract: This study examined community radio as a participatory medium of communication with the case of Pamoja FM in Kibera. In exploring the station‘s commitment to community through participation, the study examined the participatory strategies employed and their gaps in meeting access and participation requirements as in theory. The study was theoretically guided by Freire‘s dialogic pedagogy and UNESCO debates of access, participation and self-management. The study used a descriptive design and a purposive sampling technique. The target population comprised community radio listeners, managers and presenters of Pamoja FM with a sample size of 60 participants. Focus Group Discussions and interviews were conducted and recorded. Recordings were transcribed into textual data and analysed through NVivo software following a thematic framework. Findings revealed a skeleton view of participation where activities described presented passive forms of participation such as contributing to discussions, song requests. Management included elements of programming and planning though found to be hardly practised. Elements of participatory theory were present but largely limited. Access in selection of communication content and interactions between the community and station management was lacking. Dialogue was restricted by limited interpersonal communication, lack of synchrony in problem definition and a lack of horizontal communication. Pamoja FM was seen to play its catalytic role in generating debate in some instances. Participation was primarily extended through content generation but hardly in production and policy. Recommendations underlined a need for increased interpersonal communication between community and station that would address several participatory deficits particularly in dialogue and access. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3327 Files in this item: 1
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Muema, Alphonse (Daystar University, School of Communication, June , 2016)
[more][less]Abstract: The purpose of this study was to show the communication strategies and fundraising efforts in Catholic Diocese of Machakos. The objectives of this study were to establish other communication strategies other than radio and the newsletter in use that can be used to fundraise in the Catholic Diocese of Machakos; to find out if the new communication strategies would be effective in the catholic diocese of Machakos, to identify if the communication strategies would be able to cover the whole of the Catholic Diocese of Machakos and , to establish the reasons behind the increasing contributions of the laity in the Catholic Diocese of Machakos. The study used a descriptive survey research design. Questionnaires were used to collect data. The study identified a number of channels that can be used in conjunction with the radio and the newsletter. Findings from both the Christian small groups and the clergy showed that mass media and Facebook, WhatsApp and particularly SMS were most prevalent. Contrary to early assumptions of the study, newsletter and radio did not constitute barriers for fundraising. The study recommended that a thorough review of communication channels used for fundraising be reviewed, and that the diocese develops a communication strategy focusing on current social media. Based on the findings of this study, this study recommended a similar study to be carried out among other Catholic Dioceses in Kenya. This study also recommended that a study should be done to assess the use of funds in the Catholic Church in Kenya, as respondents expressed concerns on accountability of the funds. Description: Masters of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3325 Files in this item: 1
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Kisiangani, Faith Nafula (Daystar University, School of Communication, May , 2016)
[more][less]Abstract: There are ongoing communications campaigns of cervical cancer in Kenya for cervical cancer screening and uptake among women (National Cervical Cancer Prevention Program, 2012). However, data depicts that there is low level of screening and uptake in the rural population (ICO Information Centre on HPV and Cancer, 2014). This study adopted qualitative research design with a purpose of finding out the communication challenges of cervical cancer screening awareness and uptake among rural women in Bungoma County- Kenya. The objectives of the study were to: find out the communication channels of cervical cancer that rural women in Bungoma are exposed to; identify the communication challenges that rural women in Bungoma face regarding cervical cancer screening health campaigns, and to find out the level of awareness of cervical cancer among rural women in Bungoma County. The sample size consisted of 40 women from Mt. Elgon Constituency in the County. Focus group discussion and in-depth interviews were the sampling technique adopted. The data was analyzed by using QSR-Nvivo. The findings of the research showed that the main communication channels of cervical cancer were the media, health education and roadshows. The main communication challenges of cervical cancer screening and uptake were; lack of cervical cancer terminology, inadequate information on the communication channels and fear. There was low level of cervical cancer awareness and uptake among the participants. One of the recommendations was the need of educating media personalities and other major key health informants on cervical cancer for increase in uptake of screening services. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3324 Files in this item: 1